Marketing and Publicity for E-Books

Organizer: Carol Kasper, University of Chicago Press
Date: Thursday, June 2, 2011
Time: 9:00 a.m to 4:00 p.m.
Location: Baltimore Marriott Waterfront Grand Ballroom, 3rd Floor, Sections 7/8

In the past eighteen months almost all university presses large and small have begun producing e-books and working with institutional and retail e-book vendors. At the beginning returns have been small relative to our investment--not more than 2% of sales in most cases. Now that many of us have our feet wet, it's time to think both about what we're trying to accomplish through our e-book programs, about how to grow our e-book revenues, and about what channels will be the most viable for us and our kinds of books.

So, it's time to talk marketing. This e-book marketing workshop will cover, at the most basic level, ways to get the word out about our e-book publications; how to access the viability of various channels for e-book sales (institutional, library, course adoption, and retail); how to work with e-book vendors; and how to best promote and publicize our e-books in the channels we want to target.


8:00 - 9:00 a.m. Registration
Grand Ballroom Foyer

8:00 - 9:00 a.m. Continental Breakfast
Grand Ballroom, Salons 9/10

Morning Sessions
Grand Ballroom, Salons 7/8

9:00 - 9:15 a.m. Introduction
"Where We Are," and Results of the Workshop E-book Survey
Carol Kasper, Marketing Director, University of Chicago Press

E-book Marketing Issues I and II
The morning session of the workshop will cover basic e-book marketing issues from the nitty gritty of choosing appropriate books and programs to the importance of data and timing to giveaways and promotional strategies and synergies. The format of the morning session is intended to engender discussion among panelists and with the workshop attendees. The panelists were chosen to represent the range of publishing and involvement with e-books across the AAUP member presses. So, there are representatives from different sized publishers, from publishers with varying levels of involvement in e-book publishing, from presses with a wide variation of resources available to devote to e-books, from among various departments within presses, and from presses in a variety of geographical locations.

The panelists will discuss issues in e-book publishing from the point of view of their institutions. At the end of the session, we hope to see a set of best practices emerge. As workshop organizer, I'll send a copy of our results to everyone enrolled in this workshop.

Panel Members: Colleen Lanick, Publicity Manager, MIT Press; Michael Donatelli, Sales Director, University of North Carolina Press; Dennis Lloyd, Associate Director and Marketing Manager, University Press of Florida; Magdalena Hernas, International Marketing Manager, Amsterdam University Press; Dean Blobaum, Electronic Marketing and E-Commerce Manager, University of Chicago Press; Krista Coulson, Digital Publishing Manager, University of Chicago Press

9:15 - 10:15 a.m. Issues I
The first half of the "Issues" program will focus on the basics: what books for what channels; metadata and database marketing; sales reporting and analysis; one vendor or many; domestic and international; etc.

10:15 - 10:30 a.m. Break and Tweet Time

10:30 - 11:50 a.m. Issues II
The second half of the "Issues" program will focus on marketing strategies: should e-isbns be included in seasonal trade catalogs; should e-books deliver before, simultaneous with, or after print books; what about giveaways and open access; one ISBN per e-book or per format; should we have institutional and retail prices; e-galleys and e-exam copies; how to use social networking, print, etc. to promote e-books; etc.


12:00 - 1:00 p.m. Lunch
Grand Ballroom, Salons 9/10


Afternoon Sessions
Grand Ballroom, Salons 7/8

1:00 - 2:00 p.m. Working with Institutional Vendors
Five institutional e-book vendors will talk briefly about their individual programs; how they market to institutions; and how we can best work with them to sell our books.
Panelists: Rachel Dicker, Director, Publisher Digital Services, Baker & Taylor; Anna Bullard, Director, Publisher Acquisitions and Relations, Ebrary; Lenny Allen, Director of Sales, Wholesale and Online, Oxford University Press, on UPSO (University Press Scholarship Online); Heidi McGregor, VP, Marketing and Communications, Ithaka, on "Books on Jstor"; Ann Snoeyenbos, Sales Coordinator, International and Special Markets, Johns Hopkins University Press, on the University Press Content Consortium (UPCC)

2:00 - 2:45 p.m. E-book Marketing Successes

  • Carol Kasper on the results from our group survey: "How Do We Spell Success?"
  • What is a successful e-book promotion campaign or strategy? What are we trying to do? How do we evaluate our results?
  • Dean Blobaum, Electronic Marketing Manager, University of Chicago Press and Levi Stahl, Promotions Director, University of Chicago Press on "Publicity and Sales through Giveaways"
  • Priscilla Treadwell, Electronic Publications Manager, Princeton University Press on "Using EBL for Review and Examination Copies"

2:45 - 3:00 p.m. Break and Tweet Time

3:00 - 3:45 p.m. Market Research and Lessons from Digital Publications Beyond the E-book

  • Darrin Pratt, Director, University of Colorado Press, on market research for the Archaeology of the Americas Digital Monograph Initiative (AADMI, a collaboration among the university presses of Alabama, Arizona, Colorado, Florida, Utah, and Texas A&M).
  • Katie Hope, Marketing Director, MIT Press, on the development and marketing of the app NONOBJECT

3:45 - 4:00 p.m. Wrap-up